The document summarizes Barton Goldenberg's presentation on social media. It began with an introduction and overview of social media. It then discussed who is using social media, providing examples of companies that have implemented social media. Finally, it covered how to implement social media, including determining goals, understanding audiences, developing a strategy, engaging customers, setting metrics and executing a social media plan.

1. Social Media Road Show Risks & Rewards for Marketers Baltimore, MD September 26, 2009

3. Social Media Road Show Welcome Remarks Jeffery Jackson, CSE Chairman of the Board

4. Social Media Overview: Getting to Know Your Customers Better Barton Goldenberg ISM, Inc. September 26, 2009

5. Barton Goldenberg President & Founder Social Media, CRM and Contact Center Strategic Advisor to global, best-in-class organizations since 1985 Author: “CRM in Real-Time” (2008) “ CRM Automation” (2003) “ The Guide to CRM Automation” (annual publication since 1989)

6. AAA/CAA Abbey National Amtrak Argus Bank of Montreal BF&M Canon Capella University Ceridian Comdisco Conexant CSE Delta Faucet Company Deutsche Bank DHL DoD Education Lending ETA Exabyte ExxonMobil Farm Credit Canada Flagstar Advising Best-In-Class Organizations Since 1985 Frank Russell Hollingsworth & Vose Hill-Rom Houghton Mifflin Hydro Quebec IBM International Truck ISP Johnson & Johnson LAM Lucent McGraw-Hill Ned Davis Research Nestle Nike NYSE OPPD Pfizer PJM PepsiCo QIAGEN Quest Diagnostics Radio Systems Corporation Raymond James Reed/Elsevier Roche Royal Mail (UK Post Office) Shield Healthcare Sigma Financial Schering Plough Standard & Poor’s Superior Essex SVB Financial Tamrock Tripos T. Rowe Price USPS United Way Vantage Credit Union Verizon Victaulic Vision Service Plan Wells Fargo Xerox

7. Three Part Presentation Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?

8. Social Media Overview A set of highly interactive technology tools that leverage the fundamental human desire to interact with others A new way for organizations to communicate with and relate to employees, consumers, partners and other stakeholders On-line communities that allow people to get information, opinions, solutions and ratings directly from each other rather than from organizations

9. Where Does Social Media Fit? Social media allow organizations to both serve and leverage their constituencies in new ways; however, they should be integrated into an overall plan around an organization’s goals and objectives for those constituencies Social media can be very powerful tools, but they can also allow missteps to be seen by a far larger audience in a very short timeframe Technology can’t replace good planning

10. Social Media Statistics 1.3 billion people are online ( Groundswell ) Community members spend 54% more than non-members (e-bay) Live support costs $12 per call versus $.25 for self-service (Forrester) 56% of on-line community members log on once-a-day or more (Center for Digital Future) Members visit your site 9 times as often and view 4 times the pages as non-members (McKinsey)

11. #1 Interactive Source for Buyers Source: MarketingSherpa, March 2008 0% 20% 40% 60% 80% Online user community Vendor sales reps Vendor webcasts Vendor tradeshows / conferences B2B Events (Tradeshows and conferences) Industry webcasts (i.e., analyst or other B2B source 6% 9% 7% 10% 15% 14% 21% 17% 40% 38% Influencer Decision maker 44% 45%

12. Sample Social Media Vendors

13. Customer feedback eCommerce Online collaboration Real-Time CRM Social media Embedding Social Media

14. Three Part Presentation Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?

15. Digital Clients

16. Always-on, Always-Connected Digital Ecosystem

17. Social Media Tools Blogs Wikis Video RSS Widgets Podcasts Social networks Other (ratings, polls, forums, idea sharing)

18. Social Media Tools Blogs Wikis Video RSS Widgets Podcasts Social networks Other (ratings, polls, forums, idea sharing)

19. Social Media Tools Blogs Wikis Video RSS Widgets Podcasts Social networks Other (ratings, polls, forums, idea sharing)

20. Social Media Tools Blogs Wikis Video RSS Widgets Podcasts Social networks Other (ratings, polls, forums, idea sharing)

21. Social Media Tools Blogs Wikis Video RSS Widgets Podcasts Social networks Other (ratings, polls, forums, idea sharing)

22. Social Media Tools Blogs Wikis Video RSS Widgets Podcasts Social networks Other (ratings, polls, forums, idea sharing)

23. Social Media Tools Blogs Wikis Video RSS Widgets Podcasts Social networks Other (ratings, polls, forums, idea sharing)

24. Social Media Tools Blogs Wikis Video RSS Widgets Podcasts Social networks Other (ratings, polls, forums, idea sharing)

25. Fastest-growing US networking site for doctors, endorsed by the American Medical Association (AMA) Goal: Work together to establish how drug-makers can best communicate with physicians online, and provide drug & disease information to physicians on-demand. Medical Community

26. Social Media Tools Blogs Wikis Video RSS Widgets Podcasts Social networks Other (ratings, polls, forums, idea sharing)

27. Procter & Gamble’s Vocalpoint: 600K moms each with a network of 25 or more of their own (i.e., 15 million members in total) Goal: Propagate non-P&G products to the network – for a price of course. CPG Community Initiative

28. Outreach Initiative Concept - Engage in a conversation with members around how they can save using AAA SYC&S and other special deals Target Audience - Members/prospects of all ages in a multi-state geography, particularly people with a strong focus on savings Goals - Expand its relationship with members, increase the perceived value of an AAA membership, support sales Tools - Blog by Subject Matter experts - Contest: who saved the most with the card/has the best savings story - Forums re: member experiences using their AAA card & new vendors

29. AAA Website

30. Multiple Club Sites

31. Three Part Presentation Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?

32. ISM Social Media Credentials Acknowledged expert in customer outreach and intimacy Extensive experience with corporate branding and integrated marketing Strategic approach to community success based on integration of people/process/technology Focus on business social media space and business critical metrics Experience implementing cost-effective corporate social media sites Partnerships with social media vendors

33. Determine goals Understand audience Lock on strategy Leverage resources Engage customers Set metrics Execute against plan Compile & assess results Implementing Social Media

34. Social media must support business goals: Increase customer satisfaction/retention Increase sales Decrease costs Determine Goals

35. Understand Audience What purpose does your social media communities serve for customers/prospects? Entertainment Knowledge Connection Commerce Influence Which constituency should we be targeting? What are their techno-graphic profiles?

36. Why use social media? What is the primary reason for customers/prospects to visit the site? Research (Listening) Marketing (Talking) Sales (Energizing) Support (Supporting) Product Development (Embracing) Lock on Strategy

37. What type of experience can we offer to the customer/prospect, and what resources do we have that can be leveraged? Information Research Subject matter experts Video Partners Customer base Leverage Resources

38. Engage Customers How will we draw customers to the site? Content seeding Marketing on homepage Adwords Links from other internet sites Contests Emails to customer base &/or prospects

39. Set Metrics How to measure success? User Engagement Customer Interest Revenue impact

40. Implementing Social Media Determine goals Understand audience Lock on strategy Leverage resources Engage customers Set metrics Execute against plan Compile & assess results

41. Ensure that social media initiatives supports business goals Define success with clear metrics Link to existing customer programs and outreach Integrate social media with other marketing programs Draw on existing organizational resources and initiatives Leverage your partners Monitor the community carefully Be prepared to respond to community input Pick something you are passionate about! Key Success Factors

42. Social Media Metrics Community Metrics Growth in Participation : Registered Members G rowth in Content : Number of Posts G rowth in traffic : Page Views R esponsiveness : Amount of time between a post and the first reply T opic Interaction : Number of posts per thread E ngagement : Level of Activity Business Benefit Metrics Cost avoidance or reduction Increased revenue Improved customer satisfaction and loyalty Better products and services Higher and more positive profile

43. Brand Leadership (connection to the customer) Ignite the organization’s growth engine! Enhance operational efficiencies Drive product innovation Deepen the customer relationship Social Media Impact Product Leadership Operational Excellence Customer Intimacy

44. Summary Part 1: What is social media? Part 2: Who is using social media? Part 3: How to implement social media?

45. Part 1: What is Social Media? A set of highly interactive technology tools that leverage the fundamental human desire to interact with others A new way for organizations to communicate with and relate to employees, consumers, partners and other stakeholders On-line communities that allow people to get information, opinions, solutions and ratings directly from each other rather than from organizations

46. Part 2: Who is Using Social Media?

47. Determine goals Understand audience Lock on strategy Leverage resources Engage customers Set metrics Execute against plan Compile & assess results Part 3: How to Implement Social Media?

48. Copy of ISM Presentation Tracey Hoston (301) 656-8448 [email_address]

49. Meet Your New Customer: The Digital Client October 13, 2008 (1:00 p.m. EDT) The Growing Impact of Social Media on your Customer Relationships November 17, 2009 (1:00 p.m. EDT) Multi-Channel Customer Strategy December 15, 2009 (1:00 p.m. EDT) ISM Webinar Series (2009)

50. Tips for Negotiating/Re-Negotiating the Best Deal with Your CRM Vendor January 12, 2010 (1:00 p.m. EDT) User Adoption: Securing this Critical Success Factor Once and For All! February 16, 2010 (1:00 p.m. EDT) CRM Implementation Excellence: Coming In On Time & Under Budget March 16, 2010 (1:00 p.m. EDT) Using Social Media and CRM Tools to Deepen Customer Relationships April 13, 2010 (1:00 p.m. EDT) The 5 CRM Training Imperatives May 11, 2010 (1:00 p.m. EDT) ISM Webinar Series (2010)

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52. Discussion

53. ISM’s Services Offering One-Day CRM Executive Briefing CRM Strategy & Implementation Roadmap Social Media Strategy & Implementation Call/Contact Center Strategy & Implementation Business Intelligence Strategy & Implementation Engagement Management/Implementation Services